Founded from dreams born in Soweto.

About Us

We are an independent and creatively-led agency born from strong digital and township roots.

Inspired by our realities and the rapid changes we see in the world around us, we advocate behavioural-based creativity and innovation that understands both the South African narrative and global mass culture.

Camila Damasio Unsplash

WE ARE
THE MASSESES

- and the journey is to produce relevant ideas and experiences.

THANDO SOMACELE
FOUNDER, CD


Thando is guided by the idea that creativity should help us make better choices. He's also driven by the belief that creating something that truly resonates starts with a sharp behavioural insight that speaks right to our rational and irrational choices, a human truth based on genuine understanding not assumption. When this is unlocked, it enables us to create standout ideas that have the power to move an individual, a community and cultures.

Thando Somacele
Sanele Pesane
SANELE PESANE
FOUNDER, MD


Passionate about the power of innovation to affect real change, Sanele firmly believes that communication solutions should be measured against tangible business impact and results. Somewhat of a serial entrepreneur with knowledge across a range of popular mass-market industries, his depth of insight spans the spectrum - from business strategy to mass consumer behaviours.